After Semi-Managed, AliExpress Introduces Overseas Managed Mode

[Ebrun Original] On February 21st, AliExpress is currently conducting pre-investment promotion for "Overseas Management," which will officially launch on February 29th. This is another new mode introduced by AliExpress after Full Managed and Semi-Managed.

According to the investment information, "Overseas Managed" mainly provides operational hosting services for merchants who stock goods overseas. Unlike the semi-managed mode where the logistics and fulfillment process are entirely handled by the platform, in the overseas managed mode, the merchants are responsible for shipping and fulfillment, while the platform takes over the business operations. In terms of pricing, merchants offer a supply price including shipping costs, and the platform assists in pricing operations and marketing expenditures.

In practical terms, merchants need to open an overseas managed store, upload products and fill in basic information, maintain inventory, and take charge of the last mile and other warehouse distribution and logistics; the platform is responsible for advertising, marketing operations and promotion, product display and sales, as well as customer service support. Participating merchants in the overseas managed mode can also enjoy exclusive traffic recommendations, front-end exclusive identifications, fixed entry points on the homepage, and various marketing resources of AliExpress.

From the current information, it is evident that the main target of the "Overseas Managed" model is cross-border merchants with overseas warehousing capabilities. For these merchants, this is equivalent to having an additional channel for clearing inventory.

In Alibaba's quarterly financial reports, the "Choice" business, which is based on the "Full Managed" + "Semi-Managed" model, is considered Alibaba International's most important growth engine. According to Alibaba's latest financial report, the "Choice" business has become the main driving force for AliExpress's year-on-year order growth of 60%; in January of this year, "Choice" orders accounted for half of the overall platform order volume.

During the financial report conference call, Alibaba International stated that the coming period would be a large-scale investment phase, especially for the "Choice" business. From the current data, the user experience and retention of the "Choice" business are better than before, and there will be better returns in the long run, making it the top priority for growth in the near future.